Facebooks shuttering its live shopping feature to focus on Reels

Facebook is shutting down live shopping, its QVC-like livestream feature that lets creators broadcast and sell products to an audience (via TechCrunch). The feature will officially shut down on October 1st, and Facebook says it’s part of the company’s initiative to shift focus to Reels.

“As consumers’ viewing behaviors are shifting to short-form video, we are shifting our focus to Reels on Facebook and Instagram, Meta’s short-form video product,” Facebook explains. Although live shopping’s going away on Facebook, it will still be available on Instagram.

First rolled out in 2018 in Thailand, live shopping opens up another revenue stream for creators on Facebook. It lets influencers host their own live shopping sessions where they can show...

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